Viant and Havas Media Network Achieve 100% Scale and 93% Unique Reach in Landmark Cookieless Test
Cookieless Activation Achieved through the Viant DSP
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Havas Media Network leveraged Viant’s advanced targeting technology within its industry-leading Demand-Side Platform (DSP) to conduct A/B tests against custom audiences from Havas Media’s Converged Audiences platform. The tests compared two strategies: one using cookies and the other without. The cookieless approach, achieving a 100% scale and a 93% unique reach, underscores how
“To better serve our clients, we need to stay ahead of the challenges that they’re facing. Our cookieless activation with
According to DoubleVerify, the US campaign achieved over 70% viewability and adhered to rigorous industry standards for brand safety from DoubleVerify and Ads.txt, ensuring privacy-compliant advertising.
“Our collaboration with Havas Media Network has proven that it is possible to maintain performance and reach target audiences effectively without relying on third-party cookies,” said
The Viant Household ID serves as a nexus point for marketers, data providers, and publishers, integrating with publisher first-party data to offer a holistic solution for targeting and measurement across various channels without the need for traditional cookies. This central identifier connects data points in a privacy-compliant manner, resolving programmatic identifiers and capturing more conversions than competitors, providing a solution to the deprecation of cookies and historical digital identifiers.
"Our partnership with
As advertisers and the industry continue to evolve,
ABOUT
For over 25 years, Viant® (NASDAQ: DSP) has been at the forefront of technology innovation for advertisers. As a premier enterprise-grade Demand Side Platform,
ABOUT HAVAS MEDIA NETWORK
Havas Media Network (HMN) is the media experience agency. Havas Media Network delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. Havas Media Network is part of the Havas group, owned by Vivendi, one of the world's largest integrated content, media, and communications groups. Havas Media Network is home to more than 10,000 specialists across 150 countries worldwide, with 73 Villages. Global clients include Hyundai Kia, Puma, TripAdvisor, Michelin, Telefónica,
ABOUT PURPLELAB
PurpleLab is a healthcare analytics company with a mission to spur value-driven innovation across the healthcare continuum. HealthNexus™, the company’s privacy-safe, no-code analytics platform, empowers advertisers, agencies, advertising technology companies and other healthcare stakeholders to explore patient and provider populations, size audiences, measure, and optimize omnichannel healthcare media campaigns. PurpleLab®, which raised a Series B financing of
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Media Contact:
press@viantinc.com
Mia.gabriel@havasmedia.com
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